______ ______ is the function which links customers and the marketing environment to the marketer through information.

Marketing research identifies and defines marketing __________, generates and refines marketing __________, and monitors marketing __________.  

opportunities

actions

performance

Property of Marketing Research:

A(n)__________ is --> free from biases and is ethical.  It doesn't make false product claims, or ask unnecessary questions, or contain false data.

Property of Marketing Research:

__________ --> uses quantitative and qualitative data and a hypothesis.

Property of Marketing Research:

__________ --> uses a step-by-step approach that leads to a predicatble path. 

___________ data tries to quantify the problem and understand and accept it by looking for results to a large crowd.

___________ data (also known as exploratory research) expects the unexpected, to define the problem or develop an approcach to the problem. 

The __________ is an investigation of the facts.  It is essentially a mere guess or assumption.

A step in the marketing research process:

__________ the problem.  We focus on the __________ problem (how much we should charge?) and __________ the problem, (translating the problem into price changes that impact customers).

Formulate

decision

research

A step in the marketing research process:

__________ the problem.  This translates the problem into the changes that price will have on customers.

A step in the marketing research process:

A step in the marketing research process:

______ __ reasearch is a research design that focuses the emphasis on determining the frequency of something occuring.

__________ research is a research design emphasizing on gaining ideas and insights.  It breaks larger ideas into smaller ones.

__________ research focuses on cause and effect relationships.  (Example: If we change our advertising, will it affect our sales)?

A step in the marketing research process:

___________ data is information not gathered for immediate study at hand, but for another purpose.

A step in the marketing research process:

________ data has questions already prepared for respndents.

A step in the marketing research process:

A sample _________ is a list of population elements.

(Example: a phone book)

Some proper techniques for data collections are:

- __________ force

- Provide training

A step in the marketing research process:

_________ is assiging numbers to people's responses.  

(EXAMPLE: 1---------------------10 scale)

A step in the marketing research process:

Who does marketing research?

Organizations such as _________, broadcasters, retailers, banks/credit unions, advertising agencies, _________ and __________.

Who Does Marketing Research?

_________ services and _________ services.

_________ services collect and sell data

(EXAMPLE: Nielsen Research)

__________ services are full- service suppliers - they collect data from beginning to end.  

Syndicated is only collected in the beginning.

A Task Involved In Problem Definition:

_________ the problem (conduct research) to solve the problem.

A Task Involved In Problem Definition:

 A Task Involved In Problem Definition:

A Task Involved In Problem Definition:

__________ search - use publishes such as the Wall Street Journal, Census data, academic journals (AMA), etc... 

A Task Involved In Problem Definition:

_________ research - unstructured and based on small samples.  It's often used to make educated guesses and explore techniques.

Tasks involved in formulsting the problem help the researcher understand the environmental context:

1).  Buyer behavior factors

2).  __________ environment

3).  Economic environment

4).  Technological environment

5).  __________

1).  Legal

5).  Constraints

Management Decision Problems:

_________-oriented

__________-oriented

Discovery

Strategy

__________- oriented problems asks the decision maker questions of what to do?

(EXAMPLE: What advertising messages should we use)?

Marketing Research Problem:

__________ problems and state the information necessary to solve the decision problem.

__________ problems ask these question types:

- Should the advertising campaign be changed?

- Should we change our price?

An example of __________ would be the following:

Improving in-store service is effective in increasing sales of a department store.

X (independent variable) --> In- Store service

Y (dependent variable) --> Sales

An __________ uses the following:

--> A sample of stores

--> Measures sales

--> Improves in-stoer service

--> Meausres sales